Job descriptions are evolving! Smart companies are learning to post job descriptions (let’s call them stories) that focus on the whole person and not just the skills required.
These job stories provide content that helps the reader envision a future career with your company. It shows them how they can be a part of something greater, and that’s what we all want, isn’t it – to make an impact?
How can we make our job postings more appealing?
Many companies rely on hiring managers to write job descriptions. In some cases that’s like asking a fish to climb a tree. Oftentimes hiring managers don’t understand what it takes to attract candidates. As recruiting professionals, we need to become more involved in how we share opportunities.
But you are the expert! You know what attracts candidates and you can write job stories that speak to the potential candidate.
One thing you can do that will go a long way is to use inclusive language. Language inclusion is so important. This attention to detail will attract a broader slate of representative applicants and dare I say, passive talent as well.
How do we create inclusive language job stories? Well, there are quite a few tools available such as Textio, Crystal, and Grammarly, which help with identifying ways words resonate with our prospects. With most job descriptions in the past, we have written them in third person and used she/he as part of Gender Inclusion.
Be more engaging by using second person – and use you. “In this role, you will work directly with customers to ensure their satisfaction.”
By using “you”, you give them an opportunity to envision themselves in the role.
Here are some other tips:
- Keep sentences short, but creative, enticing.
- Keep paragraphs to 4-5 sentences.
- Use readable fonts.
Even the font you use on your websites and apps matters. Some fonts are more readable than others. For some people, Sans-serif fonts are easier to read than Serif fonts.
Some samples of sans-serif fonts include Helvetica, Arial, Avenir, and Verdana. I would recommend using white space to scale back visual noise. Use bold for emphasis.
- Avoid jargon or clichés like “rockstar” or “ninja.”
- Remove keywords and phrases which could act as a proxy for sophistication backgrounds ('top tier university') or ('preferred degrees') even though we think we will attract talent, using these phrases can marginalize some groups.